Free, public pop-up on the South Bank brings fans closer to the action with live tennis and motor racing demos to discover how AI is transforming sport

Jun 24, 2026

London, UK, 24 June, 2026 – Didn’t manage to secure a ticket to Centre Court this year? Torn between attending Wimbledon or the high-speed thrills of the British Grand Prix? Then do both, by heading down to London’s South Bank for the ultimate summer sports mash-up.

From Thursday, 2 July to Sunday, 5 July, the IBM AI Sports Club will be open to the public and taking over the riverside. This isn’t your standard fan zone – it’s an immersive, high-tech pop-up designed to put you right at the heart of the weekend’s biggest sporting events. Whether you’re a petrolhead, a tennis fanatic or just looking for a brilliant day out, you can soak up live coverage of both Wimbledon and the British Grand Prix in one unforgettable location, and with one-of-a-kind photo opportunities for everyone to enjoy.

Immersive and Interactive

Visitors can relax and catch all the action in the seated viewing area, with screens for both sports. For the adventure-seekers, the pop-up will feature a range of interactive, AI-powered experiences. These include an immersive Formula 1-style racing simulator called Hyperlap, and ‘Calling the Shots,’ a proprietary table tennis experience that turns a physical game into a data-driven broadcast, both with your own personalized AI performance recap. You can also take the ‘Reaction Test,’ which is designed to replicate the split-second decision-making required by Formula 1 drivers.

For 36 years, IBM has pioneered the use of emerging technology to redefine the fan experience at Wimbledon, and for the last two years IBM has supercharged the Scuderia Ferrari digital experience and brought data-driven insight into the palm of nearly 400 million Tifosi. The AI Sports Club serves as a live showcase of these partnerships, demonstrating how AI can turn complex information into meaningful, accessible stories, all brought to life amidst these high-profile sporting summer events.

WHERE:

The Thames Southbank: Observation Point & Riverside Slice

London SE1 9PP

WHAT:

• Live screenings of Wimbledon matches and the Silverstone British Grand Prix
• Interactive AI-powered sports experiences and games
• Real-time insights and data visualisations powered by IBM’s technology
• Shareable moments and social-first experiences

WHEN:

Thursday, 2 July | 10:00 AM – 8:00 PM

• Screen 1: 11:00 AM Livestream from Outer Courts / 1:30 PM Livestream from Centre Court

Friday, 3 July | 10:00 AM – 8:00 PM

• Screen 1: 11:00 AM Livestream from Outer Courts / 1:30 PM Livestream from Centre Court
• Screen 2: 2:30 PM Teams’ Press Conference / 4:30 PM Livestream British Grand Prix (Sprint Qualifier)

Saturday, 4 July | 11:00 AM – 7:00 PM

• Screen 1: 11:00 AM Livestream from Outer Courts / 1:30 PM Livestream from Centre Court
• Screen 2: 12:00 PM Livestream British Grand Prix (Sprint) / 4:00 PM Livestream British Grand Prix (Qualifying) / 5pm Press Conference

Sunday, 5 July | 11:00 AM – 6:00 PM

• Screen 1: 11:00 AM Livestream from Outer Courts / 1:30 PM Livestream from Centre Court
• Screen 2: 1 PM Drivers’ Parade / 2:45 National Anthem / 3:00 PM Livestream British Grand Prix (Race)

Media contacts:

Sean O’Donovan

IBM

sean.odonovan@ibm.com

Rebecca Butler

IBM

rebecca.butler@ibm.com